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A detailed look at Nike Basketball’s Area 72 space from All-Star weekend in Houston

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Nike Basketball pulled out all the stops during All-Star weekend to showcase its extraterrestrial lineup of special edition kicks that would be worn by Kobe Bryant, LeBron James, and Kevin Durant during the NBA’s midseason exhibition.

Setting up shop inside the Houston Galleria mall, Nike created an Area 72 retail space that allowed fans to get the full space-age experience. It was impossible to miss the large black dome in the center of the mall’s lower level that housed the exhibit — it was eye-catching from above, and even at a distance.

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Once inside, fans enter a hallway with silver “space boot” versions of the shoes lining the walls, which leads them into the main area of the exhibit.

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After passing through the hallway, you find yourself in the center of things, where the real All-Star edition shoes are all on display. This was one of the cooler parts of the experience, where everyone entering received an access card with a unique code on it.

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Visitors walked around the exhibit where the shoes were encased in glass, and got to enter their code on a keypad. If the display read “access denied,” they didn’t win anything. But if it lit up with “access granted,” a key was revealed and they could unlock their size of the pair of shoes that they had just won.

One young man really wanted to win badly, and would rest his head against the display, eyes closed as he was deep in meditation (or perhaps prayer) before entering his code on the keypad. Unfortunately, he wasn’t among the chosen ones, and let out an exasperated yelp after being denied at all three tries.

There was plenty more detail to see, including video displays featuring Bryant, James, and Durant. Near the display’s exit was a customization booth, where merchandise that included socks, shirts, and track jackets could be special-ordered with various Area 72 design options. This was packed consistently throughout the weekend, and orders took between 1-2 hours to complete.

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Nike held player appearances at the space throughout the weekend, which included the three biggest names in the game whose shoes were prominently featured. The crowds were at times alost unmanageable, which speaks to the success of the space, as well as to the popularity of the NBA and the merchandise supporting the league fans love to watch.

During my visit, I caught up with Erick Goto, a member of the design team that created all of this. One of the more interesting things we discussed was how the design process for the All-Star edition shoes, as well as the theme that would carry the company’s vision throughout the weekend, was over a year in the making.

As we talked about all that went into the design process, Goto was like an actor who works on a film a year or more before it’s released, and then has to discuss it again after it’s become a distant part of his professional past.

“Up until a couple weeks, ago, I really didn’t know how excited to be about this whole thing,” he said. “But seeing all the images of how the space would look, I got so excited because you know, you’re working on it a year ago, and you’re done with that stuff. It was so long ago.”

Goto said the design team was surprised with how popular the space-age themes have become, beginning with the Galaxy editions that carried the 2012 All-Star weekend in Orlando through to the extraterrestrial theme that was omnipresent in Houston.

“We were surprised,” he said. “We definitely didn’t think that it would cause as much chaos as it did last year, but it’s great. And that’s kind of what pushes the creativity for the team. We’re always trying to make sure we deliver something special.”

The detail and design that was put into each player’s special edition shoe is truly something to behold, as was the retail space that came together for the All-Star weekend celebration. Seeing the space in its finished form made it well worth all the hard work the design team put into it, beginning more than 12 months before the final vision was realized.

“This totally made it worth it,” Goto said. “It totally brought a tear to my eye. People were down here a couple of days [before the opening] just sending me pictures of how the space was building out, and I was like, no way! I got totally excited. We worked on the product so long ago thinking, ‘it would be cool if they did this, or it would be cool if they did that.’ But they actually made everything happen.”


Nike Basketball Area 72 space at All-Star weekend in Houston

Report: Other teams offered Denver first round picks for Will Barton, answer was no

PHOENIX, AZ - DECEMBER 23:  Will Barton #5 of the Denver Nuggets reacts after scoring against the Phoenix Suns during the second half of the NBA game at Talking Stick Resort Arena on December 23, 2015 in Phoenix, Arizona.  The Nuggets defeated the Suns 104-96. NOTE TO USER: User expressly acknowledges and agrees that, by downloading and or using this photograph, User is consenting to the terms and conditions of the Getty Images License Agreement.  (Photo by Christian Petersen/Getty Images)
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Picking up Will Barton as part of the Arron Afflalo trade a couple of seasons back was one of the smartest moves of the Nuggets front office. Before last season they signed him to a three-year, $10 million deal and he blossomed as his jumper became a real weapon — this season he’s a guy to watch in the Sixth Man of the Year race.

A good player on a good contract? You can be sure other teams will try to poach him.

Which is exactly what happened, reports Christopher Dempsy at the Denver Post.

Now he’s being praised after a breakout season that landed him in the thick of the conversation for postseason awards, that had other teams offering first-round picks to nab him, and that had opponents highlighting him on scouting reports as a player to stop.

At age 25 Barton is part of a young core in Denver that includes Emanuel Mudiay, Gary Harris, Nikola Jokic and others. Why would Denver let Barton go?

At some point maybe Denver will move him to get a player at a position they need more. But that time is not today, Barton is still part of the plan in Denver. And it’s going to take him a lot to pry him away (that first round pick is going to have to be high up the board).

LeBron James on surpassing Michael Jordan: “It’s a personal goal”

CLEVELAND, OH - SEPTEMBER 26: LeBron James #23 of the Cleveland Cavaliers during media day at Cleveland Clinic Courts on September 26, 2016 in Cleveland, Ohio. NOTE TO USER: User expressly acknowledges and agrees that, by downloading and/or using this photograph, user is consenting to the terms and conditions of the Getty Images License Agreement. Mandatory copyright notice. (Photo by Jason Miller/Getty Images)
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Since he was a teenager, LeBron James has been compared to Michael Jordan. That comparison has usually been used as a way to cut him down or explain why he’s not in the same class, but that’s changed since he won his third championship, and first in Cleveland, in June. Now, LeBron has started to be a lot more open about his desire to eventually surpass Jordan. He said so in an interview with the AP’s Tom Withers after practice on Tuesday:

Now that LeBron James has won a championship for the ages, he’s set a loftier goal:

Catching Michael Jordan.

Long flattered to be mentioned in the same company with Jordan and other NBA legends, James has been hesitant to publicly acknowledge that he wants to be remembered as the greatest in league history.

It’s time now.

“It’s a personal goal,” James told The Associated Press on Monday. “I just never brought it up. It’s my own personal goal to be able to be greater than great. I think that should be everybody’s personal goal.”

Now that James has indisputably cemented his legacy as one of the handful of greatest players ever to play the game, he has a lot less to lose by openly talking about these things. Five years ago, he would have gotten killed for bringing it up. Now? It just seems plausible more than anything else.

Kevin Durant says Nike didn’t influence his free-agency decision

OAKLAND, CA - SEPTEMBER 26:  Kevin Durant #35 of the Golden State Warriors poses for NBA team photographer Noah Graham during the Golden State Warriors Media Day at the Warriors Practice Facility on September 26, 2016 in Oakland, California.  (Photo by Ezra Shaw/Getty Images)
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Many different factors went into Kevin Durant‘s decision this summer to leave the Oklahoma City Thunder for the Golden State Warriors — basketball fit, location, his friendships with Andre Iguodala and Draymond Green, and more. But one thing he wants to make sure you know didn’t influence him is Nike. Durant told reporters this week that the shoe company, which he endorses, didn’t steer him one way or another in free agency, and they didn’t even know his plans beforehand.

It’s a little hard to believe that Nike had zero advance knowledge of Durant’s plans — if not a hard answer, at least a strong indication of which way he was leaning. Durant was one of the most popular players in the league in Oklahoma City, so Nike would have been fine either way. But his presence in Golden State, a much bigger market and the dominant story in the NBA this season, will only help them. It doesn’t hurt, either, that they now have one of their biggest athletes in the same market as Stephen Curry, who had been taking advantage of all the attention on the Warriors to raise Under Armour’s profile. Now, Nike can get some of that spotlight back in the Bay Area.

Barnes, Bogut highlight latest round of changes for Mavs

CLEVELAND, OH - JUNE 08:  Harrison Barnes #40 of the Golden State Warriors reacts in Game 3 of the 2016 NBA Finals against the Cleveland Cavaliers at Quicken Loans Arena on June 8, 2016 in Cleveland, Ohio. NOTE TO USER: User expressly acknowledges and agrees that, by downloading and or using this photograph, User is consenting to the terms and conditions of the Getty Images License Agreement.  (Photo by Ronald Martinez/Getty Images)
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DALLAS (AP) Harrison Barnes and Andrew Bogut are in, Chandler Parsons and Zaza Pachulia are out and Dallas coach Rick Carlisle has a retooled roster for the sixth consecutive time since winning a championship.

“Well, we love it,” Carlisle said at media day this week as someone chuckled. “What’s more exciting than getting seven new guys? New blood. It’s fresh every year.

“Really, that wasn’t meant to be a joke,” he added. “If you view it as a negative, there’s a pretty good chance it’s going to be a negative. I don’t look at it that way.”

The Mavericks have made the playoffs all but one season since the constant turnover started after owner Mark Cuban chose salary cap flexibility over keeping a few key players when a new labor agreement was reached six months after his team won the title in 2011.

But Dallas still hasn’t won a postseason series since beating Miami in six games in those NBA Finals.

Repeated efforts to land big names in free agency failed, which this year led to the additions of Barnes and Bogut from 2015 champion Golden State after the Warriors lured Kevin Durant from Oklahoma City and had to unload both starters to make cap room for the four-time NBA scoring champion.

Barnes headlines the group of newcomers because he’ll be a top option on offense after signing a four-year, $94 million max contract. Over his four seasons with the Warriors, he was always a role player behind Stephen Curry and Klay Thompson.

“It’s going to be bigger expectations and I’m going to have a larger role on this team,” Barnes said. “I feel like we have a lot of pieces this year, either coming back off injury, guys who are motivated, have a lot to prove. So hopefully we can all come together and do something special.”

There’s actually some stability in the starting five because point guard Deron Williams is back for a second season with his hometown team.

Nowitzki, going into his 19th season at age 38, says Williams was the best player on the team at times last season, and the Mavericks missed him in their five-game loss to Oklahoma City. He was limited by a sports hernia injury that required offseason surgery.

Parsons signed a max deal with Memphis, and Pachulia went to the Warriors after the trade that landed Dallas the 7-footer Bogut, who should be a much stronger shot-blocking presence than his predecessor.

The changes fit the formula of at least two new starters each season going back to the title year.

“There are similarities to other years,” Carlisle said. “The ability to add Bogut and Barnes was huge for us. We caught some good luck on that.”

The other notable newcomer is Curry’s younger brother, Seth Curry, who is on his fifth team in his fourth season but finally had a more prominent role last season in Sacramento. Former Baylor standout Quincy Acy is in Dallas after bouncing around his first four years.

The Mavericks are deep at guard with holders J.J. Barea and Devin Harris behind Williams and Wes Matthews, in his second season as the shooting guard and now more than a year removed from tearing an Achilles tendon his final season in Portland.

Also returning are athletic young forwards Justin Anderson and Dwight Powell along with 7-2 Tunisian center Salah Mejri, a surprising shot-blocking presence last season as a 30-year-old rookie.

“They’re definitely athletes and we should be able to have a great defensive lineup once I’m out,” said Nowitzki, poking fun at his defensive skills. “I think we have a (backup) lineup out there that could be really, really good, and obviously youth and athleticism is a big part.”

Barnes wanted to be a part of it even though the Mavericks appear further from championship contention than other Western Conference teams.

“I think when you look at what this franchise has done year in, year out, stable on their ship,” Barnes said. “And be able to learn from a guy named Dirk who’s done it year in, year out. He’s pretty much built this place through his work ethic.”

And now Nowitzki is getting used to another new collection of teammates.

Follow Schuyler Dixon on Twitter at https://twitter.com/apschuyler